Rasyid, Abdur (2024) PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN MIXUE ICE CREAM & TEA DI KOTA SERANG. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This thesis discusses the influence of electronic word of mouth on the purchase decision of Mixue Ice Cream & Tea. Mixue Ice Cream & Tea is an outlet selling a variety of ice cream and drinks founded by Zhang Hongchao in 1997. In March 2021, Mixue's worldwide outlets have reached more than 21,000 outlets. In January 2023, there are more than 300 Mixue outlets in Indonesia. The purpose of the study is how the influence of electronic word of mouth on the purchase decision of Mixue Ice Cream & Tea in Serang city. The theories used in this study are marketing communications in which there is an electronic word of mouth and purchasing decision. The research approach used was quantitative with 100 respondents. The results of the X variable (electronic word of mouth) resulted in a scale of 2.814 out of 4 showing a good trend. The variable Y (purchase decision) resulted in a scale of 3.412 out of 4 showing a very good trend. For the value of t score 3.769 > t table 1.984. So that Ho is rejected and Ha is accepted, it can be interpreted that the electronic word of mouth variable (X) affects the purchase decision variable (Y). The coefficient of determination (R Square) is 12.7%. So it can be concluded that variable X (electronic word of mouth) has an influence on variable Y (purchase decision) by 12.7%. While the remaining 87.3% was influenced by other variables that were not studied.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Skripsi ini membahas tentang pengaruh electronic word of mouth terhadap keputusan pembelian Mixue Ice Cream & Tea. Mixue Ice Cream & Tea merupakan gerai yang menjual berbagai macam es krim dan minuman yang didirikan oleh Zhang Hongchao pada 1997. Pada Maret 2021, gerai Mixue di seluruh dunia sudah mencapai lebih dari 21.000 gerai. Pada Januari 2023, di Indonesia sendiri terdapat lebih dari 300 gerai Mixue. Tujuan penelitian ini yakni bagaimana pengaruh electronic word of mouth terhadap keputusan pembelian Mixue Ice Cream & Tea di kota Serang. Teori yang digunakan dalam penelitian ini ialah komunikasi pemasaran yang di dalamnya terdapat komponen electronic word of mouth dan keputusan pembelian. Pendekatan penelitian yang digunakan yakni kuantitatif dengan responden sebanyak 100 orang. Hasil penelitian variabel X (electronic word of mouth) menghasilkan skala sebesar 2,814 dari 4 menunjukkan kecenderungan yang baik. Variabel Y (keputusan pembelian) menghasilkan skala sebesar 3,412 dari 4 menunjukkan kecenderungan yang sangat baik. Untuk nilai t hitung 3.769 > t tabel 1.984. Sehingga Ho ditolak dan Ha diterima, maka dapat diartikan bahwa variabel electronic word of mouth (X) berpengaruh terhadap variabel keputusan pembelian (Y). Angka koefisien determinasi (R Square) yakni sebesar 12,7%. Sehingga dapat disimpulkan bahwa variabel X (electronic word of mouth) memiliki pengaruh terhadap variabel Y (keputusan pembelian) sebesar 12,7%. Sedangkan sisanya sebesar 87,3% dipengaruhi oleh variabel lain yang tidak diteliti. | |||||||||
| Uncontrolled Keywords: | Marketing Communication, Electronic Word of Mouth, Purchase Decision, Serang City Komunikasi Pemasaran, Electronic Word of Mouth, Keputusan Pembelian, Kota Serang | |||||||||
| Subjects: | Communication > Communication (General) | |||||||||
| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi |
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| Depositing User: | Mr Abdur Rasyid | |||||||||
| Date Deposited: | 14 Mar 2024 09:22 | |||||||||
| Last Modified: | 14 Mar 2024 09:22 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/33801 |
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